بررسي تاثيرات شايستگي نام تجاري بر وفاداري مشتريان دو بانك ملي ايران ( دولتي ) و بانك پارسيان ( خصوصي )

Investigating the Effects of Brand Credibility on Customer Loyalty in Public and Private Banks

Achieving customer loyalty and satisfaction are important goals for todayʹs companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from customers of Bank Melli Iran and Parsian Bank in Ghazvin. The results show that an increase in brand credibility has a direct and meaningful effect on customer satisfaction. Moreover, an increase in loyalty commitment has a direct and meaningful effect on word-of-mouth recommendation , and anincrease in customer satisfaction has a direct and meaningful effect on loyalty.